When Tom Daley competes today in Dubai, in the first round of diving’s World
Series, you may be under the impression that he is launching himself from
ten metres into a whopping pool of cash. The last time he dived, the
performance director of GB Diving labelled him the Anna Kournikova of his
sport. The reality, though, is that in this unique window of unprecedented
financial opportunity in the Olympic world, Daley has actually only dipped
his toe where other athletes have taken more of a plunge.

Traditionally, Olympians are the paupers of professional sport, yet because
these are the